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Newspaper ads more trusted than those on TV: Survey
(The Statesman (India) Via Thomson Dialog NewsEdge) Press Trust of India New Delhi, Oct. 8: Despite the fierce TRPbattle to attract the advertisements, the television remains way down the newspapers and the online portals in terms of the trust a consumer poses in the medium of ads, a latest survey has revealed. Whereas the word-of-mouth, that is the one consumer recommending a product to the other, is the best bet for most consumers, newspapers have topped the scale of trust their ads enjoy among the readers. In a survey conducted by market and media wiseacre firm Neilsen,as high as 77 per cent of consumers responded saying they trusted a newspaper ad more than the television. In the credibility index, the newspapers ads were followed by the online portals where 73 per cent of the consumers said they trusted the online comments posted by the peer users about the advertised product or service. This was closely followed by the branded websitesof the companies about which 72 per cent of the consumers said they believed on the ads posted on the company portals. Consumers dumped television down at the bottom with only 65 per cent trusting the TV commercials. In other words, every third person distrusted advertisements on the television. However, TV drew consolation from the radio whose ads inspired confidence among only 55 per cent listeners. That is, every second man cared two hoots for radio jingles. Magazines, although from same family of print media, were trusted by 71 per cent of the readers for their ads, compared with 77 per cent of newspaper readers. However, India ranked ninth among the top ten countries which trusts magazine advertising. Pesky telemarketersspammingyour mobiles with ads came in for nearly tit-for-tat response as only 24 per cent said they would believe the touting SMSs.That three in four persons reject mobile ads. In the worldwide scenario, India comes fourth among the top ten countries globally which trust in recommendations from consumers. Six of the top ten markets that rely most on recommendations from consumers are in Asia - making Asians top believers of the word of mouth before they buy anything. Hong Kong led the list with 93 per cent saying they trusted what other said or thought of product, followed by Taiwan (91), Indonesia (89), India (87), South Korea (87) and Philippines (86). The survey spanned 47 countries, querying 26,486 consumers on their attitudes towards 13 types of advertising from conventional newspapers and television ads to branded web sites and consumer-generated content.
Copyright 2007 The Statesman Ltd, Source: The Financial Times Limited
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